Disney Ad Boss Says Linear Is Still 'Very Robust' Business, Touts Multiyear Commitments for Sports

Rita Ferro tells TheWrap she expects "solid" performance during Upfronts due to the scale and reach of the entertainment giant's streaming platforms [Disney Ad Boss Says Linear Is Still 'Very Robust' Business, Touts Multiyear Commitments for Sports]( By Lucas Manfredi As viewership continues to decline on linear television, legacy media is seeing more ad dollars migrate to streaming. But Disney’s global advertising president Rita Ferro told TheWrap that the company’s own shift is “consistent with the pace of the decline of ad impressions available to buy” from its linear portfolio. “There’s no question there is a trajectory downward across audience viewership on linear platforms across our portfolio and the marketplace — to some extent, greater in the marketplace than across our portfolio — but we are seeing that shift in those dollars across our platform as the dollars migrate to streaming,” Ferro said. “The importance of scale in streaming is equally a driver of our business and opportunity as our broadcast and cable networks businesses are because we sell it together as a whole entity. As dollars flow and audiences migrate from platforms, it’s all about the incremental reach that each platform brings.” [Read More]( --------------------------------------------------------------- [Wrap Pro logo] Discover why entertainment executives and professionals rely on the WrapPRO platform daily for exclusive coverage, analysis, deeper reporting, and access to VIP events & screenings throughout the year. [Subscribe Today]( --------------------------------------------------------------- [Facebook]( [Twitter]( [Instagram]( [YouTube]( TheWrap | 2034 Armacost Ave Los Angeles, CA 90025 [Preferences]( | [Unsubscribe]( [LiveIntent Logo]( [AdChoices Logo](